Fiat-Tata partnership has not really given fantastic results to the former and thus the Italian automaker plans to launch exclusive company owned brand stores in major cities like Delhi, Mumbai, Pune, Chennai and Bangalore. The brand stores are an indirect way of starting its own retail format without involving Tata Motors. The stores are squarely aimed at increasing sales by marketing Fiat cars and generating inquiries. These stores will display the “real” Fiat brand, and would be a place for meetings, a place for small gatherings and events. Fiat will also display its merchandise and accessories at these stores, which will also serve authentic Italian coffee.